MASTERY IN ASSORTMENT MANAGEMENT AS A TOOL OF MARKETING PRODUCT POLICY

The article examines the theoretical and practical aspects of product assortment management as a crucial tool of the enterprise’s marketing product policy. The importance of developing an effective assortment policy to ensure competitiveness, enhance customer satisfaction, and achieve the strategic goals of the enterprise is emphasized. The key stages of assortment management are characterized, ranging from generating a product idea to its removal from the portfolio. Modern assortment management methods are analyzed in detail, with particular attention paid to the ABCXYZ analysis. This tool enables the classification of products based on their business significance, demand stability, and forecasted popularity, facilitating informed decision-making for optimizing the product assortment. An analysis of the product assortment at LLC “SUMYFITOFARMATSIYA”, a leading producer of herbal raw materials for the pharmaceutical and food industries, was conducted. The main product groups of the enterprise were identified based on market share, demand growth rates, and sales stability. Notably, herbal raw materials were classified as «stars» in the BCG matrix, indicating their high profitability and potential, albeit requiring investment. The segment of spices and seasonings was characterized by low significance, necessitating adjustments in the assortment policy. Based on the findings, recommendations for effective assortment management were developed. These include optimizing the product portfolio by enhancing marketing efforts for high-demand groups, reducing costs for maintaining unprofitable products, and implementing promotions and sales for disposing of remaining stocks. Special attention is given to the need for adapting the assortment policy to changing market conditions through regular sales monitoring, market trend analysis, and the implementation of flexible management strategies. The proposed approaches will enable LLC “SUMYFITOFARMATSIYA” to improve its assortment management efficiency, minimize costs, strengthen its market position, and ensure sustainable development in a competitive environment.